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There you go, a classic example of unobtrusive advertising. Did you notice the signature, too?
I'm guessing that Amazon will be updating the screensaver ads whenever you update firmware. I wonder if there will be firmware updates that contain only new ads or if they will only update ads when they actually make firmware changes. It's hard to imagine they'd notify people of a "new ads only" firmware update unless the ads are so awful that people will want to update to new ones just to get rid of the old ones (maybe like some people hate the screensaver pictures of dead authors).
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